Agency Relations Committee Meeting
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WellPoint: Applying Principles of Social Media to Agency Selection and Enhancing the Marketing/Procurement ProcessEvent Recaps
WellPoint: Applying Principles of Social Media to Agency Selection and Enhancing the Marketing/Procurement ProcessPresentations
Networking Breakfast: 9-9:30am
Introductions and agenda review: 9:30-9:45am
I. APPLYING PRINCIPLES OF SOCIAL MEDIA TO AGENCY SELECTION & ENHANCING THE MARKETING/PROCUREMENT PARTNERSHIP (9:45-10:45am)
Digital and social marketing offer transparency and increasing opportunities to quantify impact, results and ROI. WellPoint applied this same rigor to the procurement process as they selected their first-ever social media agency of record. Learn how a close partnership between marketing and procurement resulted in a win for procurement (centralized control, decreased ad hoc spending on social media marketing) and a win for marketing (more robust scope of work for lower cost). Now, more than ever, the time has come for the wall between marketing and procurement to fall. This case study shows how it can be done and outlines the tangible benefits.
Jennifer Merrick, Manager - WellPoint, Inc.
Shane O'Reilly, Director, Strategic Sourcing - WellPoint, Inc.
Peter Tamulonis, Strategic Sourcing Manager - WellPoint, Inc.
II. NEW AGENCY MODEL: MEDIA COMPANY AS AGENCY (11am-12noon)
Meredith is one of the nation's leading media companies, owning twenty-one magazines (including Better Homes and Gardens, Family Circle, Ladies' Home Journal) and a dozen television stations. Over the past few years, Meredith has been transforming itself into a player on Madison Avenue as well. Meredith now owns a stable of marketing service agencies in specialties including interactive, viral-marketing, health-care marketing, database/analytics and just recently made a large international investment. Clients include Kraft Foods, Chrysler, Lowe's, and Wells Fargo. In this session, Meredith will share the thinking and strategy behind this new agency model and showcase some examples of their work.
Keith Sedlak, Chief Marketing Officer - Meredith Xcelerated Marketing
III. AGENCY TRADING DESKS (after lunch)
ANA has just released a white paper titled, "Agency Trading Desks: Basics Marketers Need to Know & Questions to Ask." Its purpose is to help educate ANA members on agency trading desks-what they are, what they do, potential benefits, questions to ask, and more. Most importantly, the paper advises marketers to be educated on how their company's money is being spent and to understand their agency's trading desk model. We'll cover highlights in this session.
IV. MEMBER BENCHMARKING
a) Finding the Right Agency: This discussion will center on how clients identify potential candidates for an agency search. This process can be daunting, particularly with the dramatic increase in specialized agencies, e.g., digital, social and mobile focused shops. We will discuss strategies, share experiences and identify the various resources that can help with this process.
b) Discussion on 2012 Planning: We will share how our organizations are planning for the coming year and what opportunities and challenges lie ahead. We will discuss economic and industry trends, the business environment, the evolving agency roster and potential impacts on client/agency relationships.